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India is among the top ten countries with the largest share of the slow fashion market: 2024 study

India is among the top ten countries with the largest share of the slow fashion market: 2024 study

Public Desire has analyzed over 20 countries to find those that are most advanced in sustainable fashion. The study was conducted based on indicators such as the size of the clothing market in a given country, revenues from fast fashion and free fashion in 2024, and the percentage of revenues from fast fashion and free/sustainable fashion in the overall clothing market.

Statistics were pulled from Statista, IBIS World, as well as official reports published by some countries. To measure the level of public engagement with the two fashion industries, researchers identified the top fast fashion brands in each country by conducting a more in-depth study of each fast fashion brand and the number of searches on the web. Shein emerged as the most searched for fast fashion brand in all the countries analyzed. To measure the popularity of sustainable fashion, a separate search was conducted to find out how many times “thrift stores near me” were searched for in all the countries analyzed.

Countries Clothing market Fast Fashion Revenues 2024 % of fast fashion in the clothing market Slow Fashion Revenue % slow fashion on the clothing market Number of searches for “Shein” Search for “thrift stores near me”
United Arab Emirates $10.55 billion $2.37 billion 22.46 5 billion dollars 47,393 140,000 2000
Estonia $0.96 billion $21 million 21.88 $43.91 million 45,740 73 100 370
Finland $4.45 billion $1.37 billion 30.79 $959 million 21,551 156,000 2800
Japan $89.90 billion 18 billion dollars 20.02 18 billion dollars 20.022 966,000 32 900
France $40.65 billion $16.63 billion 40.79 $7.9 billion 19.410 5,670,000 20 400
Canada 20 billion dollars $16.45 billion 82.50 $2.6 billion 13,000 1,400,000 327,000
Australia 18 billion dollars $7.64 billion 42,44 $1.98 billion 11,000 382,000 3600
USA $358.70 billion $136 billion 37.91 $39 billion 10,873 13,200,000 3,270,000
India $105.50 billion $14.68 billion 13.87 9 billion dollars 8.491 975,000 24,000
Latvia 849.50 million dollars $153 million 18.01 $41.8 million 4.921 70 800 1300

UAE ranks First on the slow fashion market, with 47.393% of the apparel market revenue comes from sustainable fashion, which amounts to $5 billion. Such a large share indicates a strong consumer fondness for slow fashion, despite the significant share of the fast fashion market, amounting to 22.46%.

Estonia takes second position with one of the largest shares slow/sustainable fashion retail across the apparel market at 45%. The size of the clothing market in the country is $960 million, of which the slow fashion market size is $43.91 million, twice as large as the fast fashion market. The number of searches for the most popular fast fashion brand is the second lowest, which shows the country’s lower involvement in fast fashion trends.

Finland holds third 30.7% and slow fashion at 21.5%. This indicates that while there is a significant market for fast fashion, a significant portion of consumers also prioritize sustainable fashion choices.

Japan Is fourth With third largest number of searches for the phrase “thrift stores near me” – 32,900 searches. Fast fashion accounts for 20.02% of the market, while slow fashion has an almost equal share of 20.022%, each contributing $18 billion. This parity indicates the balanced approach of consumers towards the sustainability of fashion.

France comes in fifth with a slow fashion market share of 19.4%, USD 7.9 billion. The country also stands out with an impressively high number of searches for the popular fast fashion brand, exceeding 5 million, second largest on the list. The number of searches for “second-hand clothing stores near me” was 20,400, indicating the dominance of the fast fashion market over sustainable fashion.

Canada takes sixth place with slow fashion, which accounts for 13% of the clothing market and is worth $2.6 billion. This disparity underscores the strong preference of Canadian consumers for fast fashion. The country has second largest number of searches for “thrift stores near me” – 327,000, indicating a great interest in sustainable clothing.

Australia Is seventh in the ranking, with 11% of shares or $1.98 billion for slow fashion, in the $18 billion apparel market. The country also saw 382,000 searches for “Shein” and 3,600 searches for “thrift stores near me,” reflecting a diverse range of interests in fashion choices.

United States ranks eighth with the largest apparel market valued at $358.70 billion. Slow fashion accounts for 10.873% of the market, or $39 billion, while fast fashion accounts for 37.9% of the entire apparel market. The US also has the highest number of searches for both the fast fashion brand “Shein” at 13,200,000 and 3,270,000 for “thrift stores near me”, indicating a broad interest in both fast and sustainable fashion.

India Is ninth with slow fashion as a reason 8.491% of the marketor $9 billion. On the other hand, fast fashion accounts for 13.87% of the clothing industry. This almost even distribution shows the growing, though still limited, passion for sustainable fashion among Indian consumers. India also saw 975,000 searches for “Shein” and 24,000 searches for “thrift stores near me” reflecting diverse fashion interests.

Latvia rounds out the ranking, with a free fashion market share of 4.9%. In contrast, the country’s $849.50 million apparel market has a fast fashion share of 18.01%, or $153 million. This distribution highlights a more significant propensity for fast fashion.

A Public Desire spokesperson commented on the study: “There is a global trend towards sustainability in fashion, with significant variations depending on regional consumer preferences and market dynamics. As awareness and demand for sustainable fashion grows, it will be interesting to see how these markets evolve and what their potential impact will be on the global fashion industry.”